About The Episode:Logan Lyles, is the Head of Evangelism & Content Marketing at Teamwork.com, and host of the "Agency Life" and "Nearbound Marketing" podcasts. Logan walks us through the importance of audience research, why LinkedIn could be a goldmine, and how a bit of authenticity can transform your strategy. Logan also breaks down the art of turning conversations into impactful content, and gives us a front-row seat to his strategic approach towards building an engaged audience.Today, we'll cover: - Journalism, B2B tech sales & content creation strategy.- LinkedIn and how creators can maximize the platform- Start by recording conversations and voice notes- Repurposing content across formats- Niche communities, employee advocacy, and the potential of short form video in 2024.What You'll Learn1. Content creation authenticity and value2. LinkedIn engagement and audience building3. Transitioning to team-based content strategies4. Employee advocacy and content sharing5. Repurposing interactions into compelling content6. Multi-platform content strategy and distribution7. Tools for innovative content creationTimestamps00:00 Path from journalism to b2b marketing.05:20 Use tools to find top creators, engage.09:51 Leverage tools to create, share engaging content.11:42 Utilize Castmagic app for recording internal conversations.14:26 Leveraging AI to quickly create branded video clips.20:36 Consider audience's online location for marketing strategy.22:33 Small companies have an advantage for content creation.26:07 Embrace using tools to create quality content.30:08 Create invitation-only LinkedIn content groups, encourage sharing.33:09 Alex Hermozi is the new Gary Vee.35:41 Engage, connect, and share to grow network.38:23 Send form, share video, optimize, promote report.Leveraging LinkedIn for Visibility: "If you scroll LinkedIn after listening to this episode and it says like, oh, Logan commented on this post, and then it shows the post and then it shows my comment, right? I'm getting visibility and I didn't even create a freaking post, right?"— Logan Lyles [00:06:24 → 00:06:37]The Power of Short Form Video: "I do think that video, especially short form video, I think anybody listening to this is not surprised by. That's hot right now. YouTube shorts, obviously TikTok, and even on LinkedIn, we're seeing the same sort of trends there."— Logan Lyles [00:08:17 → 00:08:32]Leveraging Employee Advocacy in Content Distribution: "how does that work into our distribution strategy on LinkedIn of what we call an employee evangelism program, where we're activating individuals within the team to share that content."— Logan Lyles [00:09:52 → 00:10:03]The Power of AI in Video Editing: "And then leveraging some AI, even within that tool to, say, shorten my word gaps, take out the filler words. And now in just a couple of minutes I can apply a template where it's got my captions with our branded font on there, the progress bar with our brand logo."— Logan Lyles [00:14:28 → 00:14:43]Social Media Strategy: "where is my audience, right? If they're all on X and you do some of that research, maybe you look at Sparktoro and you look at what are some of the accounts people are following? What podcasts are they listening to, what YouTube channels are they following? Where are those folks repurposing their content? Are they more active on LinkedIn and getting engagement? Are they more active on X and getting engagement? And you might want to follow the crowd that you're trying to gather and see where they're at. So I would say it comes down to kind of that fundamental marketing question of where is your audience at? And go there."— Logan Lyles [00:21:16 → 00:21:49]Advantages of Small Businesses in Advocacy Programs: "You don't have the bureaucracy of, if we launch an employee advocacy program, how do we let people in and tell some people no and all the different things and HR and legal and all that stuff, like you got five people, you can work it all out, righ